The Great Cookbook Challenge With Jamie Oliver is the latest show of the TV chef on Channel 4. In this show, aspiring cookbook authors compete for a deal with his publisher, Penguin Michael Joseph. They have to make an impression on Masterchef judge and Evening Standard critic Jimi Famurewa, PMJ managing director Louise Moore, and Taverna cookbook author Georgina Hayden. Here’s how the third episode unfolded.
Jamie Oliver Encounters an Old Adversary
Contestant Zena’s recipe for a Thai green curry brought presenter Jamie back to reality. Facing a paste that used a whopping twenty chillies, Oliver exclaimed, “Wow, okay!” undoubtedly recalling the criticism his own received from Nigel Ng’s Uncle Roger. Apart from the curse of the word “authentic,” Zena’s concept is one of the strongest in the series: a book that instructs cooks to innovate after respecting the identity and culture at the core of a particular dish, by presenting a thoroughly researched recipe along with some inspiring “twists” inspired by that recipe.
Someone Please Consider the Chefs, Seriously This Time
For the third consecutive week, a contestant ran into trouble for being too “cheffy,” despite the abundance of restaurant cookbooks. This time, the concerns were ingredient cost and availability, both of which are significant considerations for the mass market audience the show seems to aim for. It doesn’t make it any less disheartening that a dish containing ingredients easily obtainable either online or in international supermarkets is immediately regarded as a problem.
How Will the Series Progress from Here?
It now has its six finalists, with cookbook concepts that may not be fully developed yet, but whose initial ideas have convinced. One of them will leave with a cookbook deal, unusually supported by the influence of Jamie Oliver and winning a TV show (the benefits of which make the show’s constant focus on selling, selling, selling seem a bit empty – surely a book with such backing can go beyond what publishers typically desire?)
It is now that The Great Cookbook Challenge confronts one of its greatest challenges, similar to those whose careers it hopes to launch. It has made a first impression – but how far can an initial idea take it? Are the nuts and bolts of cookbook publishing suitable for good television? Check back to discover.
